terms

Redd's - Angel or Demon? - (2012) :60 (Russia)

Fresh off their recently formed alliance with Harbor Picture Company, The Artery VFX has created a stunning – and very sexual – spot for Russian brand Redd’s alcoholic drink in collaboration with Copperwind Productions Director Zach Gold. The Artery, led by recent AICP winner and VFX Supervisor Vico Sharabani and Partner/EP Yfat Neev, offered tremendous creative input throughout the development and production process, as well as handled the full range of the visual effects and also the edit.

The spot is a triumph of live-action shooting and a powerful explosion of geometry and color; a stark and temperamental portrait of flowers and fruit gushing, dripping, and clashing through violent mating rituals. The Artery deftly stitches these scenes into a compelling brand story and puts an exclamation point on the presentation with a pitch perfect Flame color-correct effort that accentuates the brilliant color palette.

The creative concept emerged from a Russian restriction on featuring people in advertisements for alcohol. “The creative brief called for something sexual – something that would make the Russian audience blush,” stated Artery CD/VFX Supervisor Vico Sharabani.

The Artery team jumped into the process well before production began, sitting in on pre-pro meetings with the client, suggesting shot designs and offering other creative input. They took to the set during the shoot and engaged all parties throughout the edit, then passed all the footage through Flame.

“When we work with any director or client, we don’t only support their vision, we also help with a full-package creative process,” noted Sharabani, who had teamed up with Gold on a recent Nike project. “We have a very natural creative collaboration with Zach, so we were not hamstrung by any misunderstanding about the relationship between the VFX supervisor and the director. Zach is tremendously talented and brings an extraordinary team with him.”

“I enjoy working with The Artery because they are so intimately involved at every step of production,” stated Gold. “Their expertise in concept-to-completion VFX work is really unmatched, streamlining the process and assuring a phenomenal end product. They’re willing to help wherever needed, whether that’s in pre-production, color grading, edit, client interface, or in any of a number of different areas.”